Besides the ever-loathsome (to me) "image enhancing" ads, there are two other kinds of ads, both of which bring direct response. When you are dangling a stimulus to which you want a response, it must be noted that if you aren't able to inspire them, affordably, from a radio, e-mail, newspaper or whatever ad, then the goal is to get them to seek more information, be it by enticing them to walk into your place of business or simply call for more information.

If the product/service is a commodity (a "known" value), you may be able to inspire action with your irresistible offer of superior value and risk-free status. But, if it's not a commodity, test a small provocative ad that will get enough people to inquire for more details. In this case, to say merely "keep it simple" will not be strong enough to prevent a number of you from wasting advertising dollars and time. You need only to talk benefits, not the details of "how" you are going to deliver these benefits.

If you give them too much information, they will make a decision based on that particular presentation.

If it takes a lot of wor

ds to properly tell the story, giving them enough information to make the right decision, and you can't or won't spend that much money, the problem is they want to know what you are trying to sell them.

The perfect response for an inquiry ad is, "I'd be nuts not to try to get that information flyer."

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